Journey Attribution Tags & Tagging Requirements
Zync Tracking Tags for Journey Attribution
This article outlines the tracking tags used by Zeta Journey Attribution and explains when each tag should be implemented. For accurate MTA measurement, customers must allow tracking of both click and view (impression) media exposures.
Who is this article for?
This article is intended for client or agency/publisher Ad Operations / Trafficking teams and technical marketing teams responsible for implementing tags in ad servers, DSPs, and on the website.
What you’ll learn
Which Zync tags are required for Journey Attribution
When each tag type is needed (website, impression, click)
How to configure impression tags with platform‑specific macros (with a CM360 example)
Zeta Journey Tag Types - At a Glance
Tag type | Required for MTA? | What it does | Where it’s implemented | Notes / when it’s used |
|---|---|---|---|---|
Zync Universal Tag (Website tag) | Yes (typical) | Captures on-site activity and supports click attribution by recording the full page URL + query string parameters (e.g., UTMs). | Client website (generally across all pages). | For click tracking, ensure destination URLs include query strings and the tag captures them. |
Zync Conversion Tag (Website tag) | Yes (typical) | Records conversion activity for attribution measurement. | Client website (conversion page/conversion action). | Paired with the Universal Tag for end-to-end measurement. |
Zync Impression Tracking Tag (Impression / View tag) | Yes (for view measurement outside Zeta DSP) | Tracks impression/view exposures when an ad renders; captures media metadata such as publisher and ad identifiers (via macros). | Ad server / publisher / DSP trafficking platform (fires with the ad). | Used for non–Zeta DSP impression tracking. |
Zync Click Tracking Tag (Click tag + redirect) | Sometimes (special cases) | Fires on click, logs click + media metadata, then redirects to the final destination URL. | Ad server / publisher / DSP trafficking platform (attached to the click action). | Used when Zeta won’t otherwise see clicks, e.g., no Universal Tag/p13n on site or traffic goes to a non-owned destination (like a retailer page). |
Zeta Journey Tag Types and What They Do
Zync Universal Tag and Zync Conversion Tag (Website tags)
What they do
Zync website tags are implemented on your website. The Zync Universal Tag is typically deployed across all pages, and the Zync Conversion Tag(s) are used on the conversion page or tied to a conversion action. For MTA click attribution, the Universal Tag captures the full page URL and its query-string parameters (for example, UTMs), so click-driven visits can be attributed correctly.
When they matter most
To measure click traffic accurately, ensure destination URLs include query-string parameters (for example, UTMs) and configure the Universal Tag to capture the full page URL, including query strings.
Zync Impression Tracking Tag (Impression/view tracking)
What it does
The Zync Impression Tracking Tag is an image-based tag used to track ad impressions (views). When an ad renders, the tag fires and records an impression event. This is the standard approach for tracking impressions from media served outside Zeta’s DSP (for example, other DSPs, ad servers, or publisher-direct buys).
Key behavior
The impression tag can capture metadata such as publisher and ad identifiers (for example, campaign, placement, ad, creative). These values are typically populated dynamically using platform-specific macros.
Zync Click Tracking Tag (Click tracking — special use cases)
What it does
The Zync Click Tracking Tag is appended in an ad server, DSP, or publisher platform. It fires on click, records the click and associated media metadata, and then redirects the user to the intended destination URL.
When it’s required (special use cases)
Use the click tag when Zeta would not otherwise have visibility into click traffic. Examples include: you do not have the ability to deploy the Zync Universal Tag on your site, or all or part of your media sends users to destinations that you do not own (for example, a retailer or marketplace landing page).
Zeta DSP Click and Impression Tracking
Zeta’s DSP tracks impression and click exposures natively. Additional tagging of Zeta DSP media units is required only in special cases (e.g., no Universal Tag on site or traffic goes to non-owned destinations)
Configuring Zync Impression Tags for Use in a Specific Platform
The Zync impression and click tags contain variables that will need to be populated with values. In most cases, Zeta will preconfigure the Zync impression tag with the necessary macros for you prior to delivery. However, in some scenarios, the tag may be delivered without macros, and client, agency, or publisher Ad Operations teams may be responsible for configuring the impression tag directly. The Zync click tracking tag, if required, will always be preconfigured with macros by Zeta.
When configuring a Zync impression tag, it is important to first identify the platform where the tag will be deployed. Each platform requires specific macros to be appended to the tag’s variables in order to dynamically populate key ad-level attributes, such as campaign ID, ad ID, and other placement-specific values.
Using the correct platform-specific macros ensures that required variables populate as expected. If incorrect macros are applied, these values will not populate, which can result in incomplete or inaccurate tracking.
In the world of publishers, ad servers, and DSPs (Demand-Side Platforms), macros serve as placeholder variables that are replaced with specific data points. These placeholders can be used in ad tags, URLs, and within Zeta's Omnichannel MTA solution, specifically in Zync impression and click tags. The values populated by the macros are essential for improving reporting granularity and monitoring impressions and click exposures.
How Do Macros Work?
Zync impression tracking tags include macros and are embedded in all ad units. When an ad request occurs, these placeholders are dynamically replaced with real-time data, such as the campaign ID, ad ID, or URL, tailored for the specific platform and context.
How Does Zeta Utilize the Values Populated by the Macros?
Tracking and analytics: Zeta uses the collected data for deeper insights during journey pathing analysis.
Verification and measurement: Zeta applies macro-populated values during data validation.
Zync Impression Tag Configuration Example
If you utilize CM360 to monitor media activity, for example, and have received a Zync Impression Tracking tag from your Zeta Account representative that is not preconfigured with platform-specific macros, it will be necessary to configure the macros to ensure that the tag’s variables are populated with the required values.
An unconfigured tag will contain placeholder values such as {site}, {campaignID}, and {placementID} within its variables. In the case of this example, these placeholders must be replaced with the appropriate CM360 macros to ensure that campaign, placement, and other ad-level attributes are dynamically populated at render time.
Zync Impression Tracking Tag as Issued from ZMP
<img style="visibility:hidden;display:none;" height="1" width="1" src="https://live.rezync.com/sync?c=16b6410431b6374e780104abb0443ca8&p=7612f99ec1671139d203785df74332c4&k=sample-client-pixel-123&custom1={site}&custom2={adlandingpage}&custom3={adid}&custom4={campaignid}&custom5={creativeid}&custom6={placementid}&zmpID=sample-client&cache_buster={cache_buster}">Zync Tag Variable Name | Zync Tag Variable Friendly Name | Zeta Placeholder (to be replaced with CM360 macro) | CM360 Macro |
custom1 | site | {site} |
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custom2 | ad landing page URL |
|
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custom3 | ad ID | {adid} |
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custom4 | campaign ID | {campaignid} |
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custom5 | creative ID | {creativeid} |
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custom6 | placement ID | {placementid} |
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cache_buster | cache buster | {cache_buster} |
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Zync Impression Tracking Tag Configured with CM360 Macros
https://live.rezync.com/sync?c=16b6410431b6374e780104abb0443ca8&p=7612f99ec1671139d203785df74332c4&k=sample-client-pixel-123&custom1=%s&custom2=%u&custom3=%eaid!&custom4=%ebuy!&custom5=%ecid!&custom6=%epid!&zmpID=sample-client&cache_buster=%nIf you have questions about tracking requirements or need help configuring your Zync impression tag, contact your Zeta account manager before implementing the tag within your media to ensure accurate measurement.